Marketer inclusion of connected television into their media mixes is a curious tale. Gone are the days when campaigns can afford to waste countless impressions on the wrong audiences. Strained by an ever-increasing demand to drive measurable results for the businesses they represent, most marketers have flocked to highly targeted and measurable channels.

The television remains the most prominent and influential screen in the home, and TV advertising is about to get a lot more sophisticated. If you have not explored Programmatic TV, here are three reasons why now is the time to do it.

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